Why is this work relevant for Brand Experience & Activation?

A lot of people became quite casual about the safety norms once lockdowns were relaxed. That’s why India’s largest adhesive brand, Fevicol, thought that it would be prudent to give a gentle reminder to maintain social distancing. We literally stuck every alternate table to its chair to prevent usage. Hilarious reactions ensued as people ignored the signs and still tried to sit at these tables. This activation eventually became a film that helped our message reach 224.5 million people online. It certainly reinforced the message of social distancing, but also reinforced Fevicol’s brand proposition of being the ultimate bond.

Background

March 2020 began with India bracing itself for the pandemic and throughout the year, most of us stayed indoors to avoid contracting and spreading COVID-19. However, as lockdown restrictions were gradually relaxed, we noticed an increasingly casual approach towards social distancing, especially in restaurants and food courts. Maintaining distance was even more important in such places, as one had to remove their mask to eat. The challenge: What could an adhesive brand like Fevicol do, in order to remind India to exercise caution? Well, we did do what we do best. We stuck things together.

Describe the creative idea (20% of vote)

We did one of the simplest things an adhesive brand could do. We went to a food court and stuck every alternate table to its chair so that people wouldn’t be able to use them. We even placed a tent card on the tables, asking them to not sit there. But as predicted, people ignored the signs and still tried to sit at these reserved tables. To their surprise, the chairs didn’t even move an inch! This led to some hilarious reactions, as they struggled to figure out what was happening. As a result, Fevicol’s proposition was served and social distancing was preserved.

Describe the strategy (20% of vote)

During the national lockdown, people were seen following all guidelines set by the government. However, when the lockdown rules were lifted in 2021, we saw people evidently ignoring the safety measures. Even in food courts and restaurants, where people weren't able to wear their masks while eating, they forgot to maintain social distancing. So we decided to give them a Mazboot reminder. But how does a brand that creates glue raise awareness about social distancing? Simple! We stuck every alternate table in a food court and made people realise that these tables have been reserved for social distancing.

Describe the execution (30% of vote)

When we got to the food court, we stuck alternate tables to their chairs, while simultaneously placing the tent cards on the tables. Another team installed hidden cameras at strategic locations, to capture each and every emotion of the customers. As expected, no one read the tent cards and tried to sit at the tables. To their surprise, they were unable to even pull the chairs out because of Fevicol's Ultimate Bond. An impactful social experiment was then shared on numerous platforms online to ensure that the message of social distancing was delivered.

List the results (30% of vote)

The film reached over 224.5 million people online across India; reinforcing social distancing in their daily lives. Out of the people reached, 48.7% engaged with the film. Marketing portals like Campaign India, LiveMintAfaqs, Social Samosa, Mad Over Marketing and CNBC couldn’t help but praise the campaign on their respective handles. Our campaign even earned recognition on news platforms like The Quint and newspapers like LiveMint. In fact, it went on to be covered by national television, in a segment on the CNBC TV18 Storyboard. In the end, Fevicol's proposition was served & social distancing was preserved.